Location: Remote (UK, Serbia, Bulgaria, Moldova, Portugal)Department: ProductReports to: VP ProductOverviewWe're hiring a Senior Manager, Product-Led Growth to own the self-serve funnel end-to-end at ApprovalMax — turning early PLG momentum into a scaled growth engine.ApprovalMax provides end-to-end accounts payable automation for businesses using Xero and QuickBooks Online.
We have 20,000+ businesses worldwide and strong product-market fit built over 8+ years.
Our PLG motion complements our sales-led motion, targeting smaller accounts where the product experience drives acquisition and conversion.This is a senior hands-on operator role.
You will be writing hypotheses, designing experiments, pulling data, running Intercom campaigns, deploying Refiner surveys, and presenting results to leadership.
You must be comfortable with data end-to-end — from raw event streams through to cohort analysis, storytelling, and action.
You will operate with a bias for speed — shipping weekly, not monthly.Why This Role ExistsPLG motion is already producing results: trial-to-activation conversion improved meaningfully in Q******, activation rate in the top quartile of B2B SaaS benchmarksInteractive product tours converting significantly better than direct signups, with early evidence of incremental paid account growthAnalytics infrastructure in place — Amplitude, Intercom, Navattic, Refiner — but no dedicated senior operator to use these tools at paceNeed to move from early green shoots to a scaled, measurable growth engine.What You'll Do1.
Own the Free Trial ? Legitimate Trial Conversion BottleneckA Free Trial (FT) is a user who registers.
A Legitimate Trial (LT) is a user who connects their accounting system — the activation moment.
Once users reach LT, roughly half convert to Paid.
The leverage is in getting more FTs to that activation moment.Diagnose and fix drop-off points in the signup-to-activation journeyRun continuous A/B experiments on the onboarding flow — hypothesis-driven, measured, iterated weeklyTest trust signals, messaging, and UI changes to improve confidence at the activation stepInvestigate low-converting traffic segments with Digital MarketingDeploy Refiner surveys to surface user intent, friction, and satisfaction at key funnel moments2.
Scale Interactive Product ToursIncrease Navattic tour distribution across the website and marketing campaignsExpand tours beyond pre-signup into in-product onboarding for new and existing features3.
Activate the Intercom Messaging EngineDesign and deploy behavioural campaigns for users stuck at activation, approaching trial expiry, or who activated but haven't convertedBuild the post-signup email sequence — an early-stage opportunity with significant room to improve4.
Measurement, Attribution, and Data CulturePartner with Digital Marketing to complete attribution setup — every trial user tracked by sourceTrack and prove incremental uplift: additional paid accounts PLG generates beyond the organic baselineCoach 2–3 Product Managers in using Amplitude for their own product areas5.
Drive the Cross-Functional RhythmEstablish regular sync with Product Marketing and Digital Marketing from day one — shared hypotheses, data, and prioritiesFeed product insights back to Product Managers: adoption patterns, churn signals, and expansion triggers6.
Use AI to Accelerate EverythingSpeed up experiment design, analysis, and content creation using AI toolsProduce design mockups and prototypes for onboarding experiments without waiting for a designerStay current with new AI tools that increase PLG velocity and qualityWhat This Role Does Not OwnPlatform-wide UX standards: the Head of Product Experience owns UX vision and design system governance.
You collaborate on PLG-specific UX but don't set platform-wide standards.Website design and SEO: Digital Marketing owns traffic acquisition.
You collaborate on conversion optimisation.Core product development: you influence the roadmap with PLG data; Product Managers own their domains.What We're Looking ForMust-HaveProven PLG track record — you've owned a self-serve funnel in B2B SaaS and moved conversion metrics materially.
Not 'contributed to' — owned.Deep data fluency — comfortable pulling event streams, segmenting cohorts, building charts, telling the story, and acting on itExperiment velocity — shipped multiple A/B experiments per month, not per quarterHypothesis-driven mindset — every initiative framed as 'We believe (X) because (Y), and we'll know by measuring (Z)'Cross-functional influencer — worked across Marketing, Product, and Sales without needing positional authorityPeople management — you will hire and manage the PLG Lead. This is a people manager role.AI-fluent — you actively use AI tools to increase your speed and outputStrong communicator — credible, concise, and comfortable presenting data-driven narratives to senior leadershipNice-to-HaveIntegration-gated SaaS experience — products requiring users to connect external systems before activationIntercom or equivalent in-app messaging — behavioural campaigns, not just broadcast messagesAccounting or fintech SaaS experience — understanding the bookkeeper/accountant buyer personaDesign capability — can produce low-fidelity wireframes and Figma mockupsWhat Success Looks LikeWithin 12 months:FT?LT conversion rate meaningfully improved with clear data showing which changes drove itPLG incremental uplift demonstrably covering the team's investmentIntercom campaigns driving measurable retention improvementAttribution complete, experiments running continuouslyAI embedded across the PLG workflow as standard practiceThis Role Is Not For You IfYou prefer strategy decks over shipping experiments — this role is about doing, not presentingYou need a large team around you to execute — this is a two-person unit that moves fastYou're not comfortable owning numbers and being held accountable for conversion metricsCompensation & BenefitsGrowing international business with 20,000+ customers worldwide26 days paid time off1 additional day off for your BirthdayRemote office assistance